Swoon rebrand caters to ‘home obsessed’

UK-based online furniture retailer Swoon has introduced a new visual identity along with a revamped website and TV campaign, created by brand consultancy Zag.

The birth of Swoon Editions six years ago was a result of Debbie Williamson’s and Brian Harrisonborn’s desire to produce quality contemporary furniture that someone on a budget could enjoy.Williamson and Harrisonborn say that what sets the company apart is that, unlike other furniture brands, Swoon’s team has the ability to respond quickly to its customer demands, follow trends and produce new designs daily.

Chief marketing officer for Swoon, Noel Eves, says, “Our products and business model are unique within the industry and we now have a fresh and distinctive visual identity to match. We are excited to be launching a TV advert for the first time which will allow us to speak directly to new customers and share what we do best. The plan is to be a major force within the industry over the years to come and become a one stop destination for all things home - first in the UK and then beyond into international markets.”

Swoon’s debut TV campaign is directed by choreographer and director Holly Blakey and produced by BBH’s Black Sheep Studios. It aired on 4 April.

On working with Swoon, Aran Potkin, managing partner for strategy at Zag says, “It is all too rare that you get to work with brands that are genuinely disrupting a marketplace. Underpinned by a genius business model and continued investment in innovation, we really believe this a step change moment in Swoon’s growth trajectory. In helping to identify the customer heartland, define its vision and story and reimagine the entire brand experience, we believe Swoon now have everything in place to go on to dominate the market for years to come.”

On Swoon’s new marque each of the letters represent different furniture design details. The ‘W’ references bent steel, the ‘N’ is joinery that you might find in a chair, and the double ‘O’ reflects the continuous process of creating your perfect home. Furthermore, the different thickness between the letters create an illusion of motion on the marque, which was designed in collaboration with typographer Rick Banks of font foundry F37.

Along with the marque, a new website has been developed using a brand system Zag call ‘the Living Sketchbook’ that draws inspiration from the combination of furniture styles with fabrics, colours and accessories. ‘The Living Sketchbook’ will be used both digitally and in print, while its colour palette will change seasonally depending on trends Swoon will chose to be a part of. The new website also includes a revamped blog where customers can interact both with each other and with the brand.

Swoon has substantially grown since it was originally established, with an annual growth rate of 100% within the home market. Its decision to rebrand, in order to better itself and achieve establishment as a global leader, came after a round of investment of £15m led by Octopus Ventures in 2017.

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